iTunes Ecology; a Media Futures case study

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presentation - Viable Futures: Apple iTunes media case study
The Media Futures Conference 2009
Friday 3 July at the Bloomberg Auditorium, London

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  • free download here link 100% working:https://app.box.com/s/olzwnk240vfm2ir8yfdw
       Reply 
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  • Get Free iTunes Codes Here:
    www.iTuneCodeGenerator.com
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iTunes Ecology; a Media Futures case study

  1. B eyo n d B ro a d c a s t , M e d i a F u t u re s C o n f e re n c e 2 0 0 9 F r i d ay 3 Ju l y 2 0 0 9 , B l o o m b e r g A u d i t o r i u m , L o n d o n viable futures th e i Tu n e s ( media) ecolog y Alexander Grünsteidl a g @ d i g i t a lwe l l b e i n g l a b s . c o m
  2. 30 years ago the Sony Walkman was being sold for the first time. it started a revolution in portable consumer electronics profoundly changing the way we listen to music. ... 1979 1980 1990 2000 2009 ...
  3. 2 years ago the iPhone was being sold for the first time exactly a year ago, 10 July 2008, the Appstore opened ... 1979 1980 1990 2000 2007 2008 2009 ...
  4. ecology http://images3.realestate.co.nz/edi/genilnk001/photos/L11008-1.jpg
  5. culture habit value
  6. SUPERLATIVES Both Apple and the Media have been communicating about Apple in superlatives ...
  7. 1,000 songs in your pocket
  8. 600 million copies of iTunes jukebox installed
  9. $ 0.99 Cost per song
  10. 6 Billion Songs downloaded since April 28 2003
  11. 21,170,000 number of iPhones sold to date
  12. 1,000,000 number of iPhones sold weekend 19th June 2009
  13. 1 Billion Applications downloaded
  14. What is ONE million iPhones? one iPhone is 13mm = 13 km high stack
  15. twenty million iPhones? = 260 km = London - Machester
  16. What is ONE Billion ? one Pound coin is 3 mm thick = 3000 km = beyond Moscow
  17. YOU Who owns an iPod ? Who owns an iPhone ? Who has paid more than £ 5 for an App ? Who has recommended an iPhone app to a friend ? Have you read a bookon a portable device ?
  18. Me How’s the market place, especially retail changing ? How does this affect public places like the High Street ? Changing business models in demand - supply and value of discovery and recommendation ?
  19. retail
  20. 2003 A typical design brief
  21. please design us an iPod !
  22. iPod UI everywhere
  23. iPod UI everywhere
  24. Are you sure ...?
  25. A typical design brief 2008
  26. please design us an iPhone !
  27. as designers we need to increasingly understand business models and how these are part of a culture of use.
  28. what IS iTunes ?
  29. seamlessly integrated ecology
  30. seamlessly integrated ? 2000 iRiver iMP-100
  31. CD ripping application application compression technology file and play list management internet browser network sharing Genius recommendation engine device and iPod synchronization cd burning internet radio stations
  32. CD ripping application application compression technology file and play list management internet browser network sharing Genius recommendation engine device and iPod synchronization cd burning internet radio stations online store DRM copyright management seamless integrated webstore per song sales model, one click purchase podcasts movie rentals
  33. CD ripping application application compression technology file and play list management Jan 2001 internet browser network sharing Genius recommendation engine device and iPod synchronization cd burning internet radio stations online store DRM copyright management seamless integrated webstore 2003 per song sales model, one click purchase podcasts movie rentals iPod family player hardware, massive storage Oct 2001 simple integrated UI design retrieval interface sexy product design exquisite materials
  34. looking back
  35. $6125 PC retail prices 3000 $3045 1981 IBM personal computer $2495 macintosh 2000 1000 100 1980 1990 2000 2010 ... professional consumer
  36. PC retail prices 3000 2000 $1199 iMac 1000 100 1980 1990 1997 2000 2010 ... professional consumer
  37. PC retail prices 3000 2000 1000 $600 iPhone 100 1980 1990 1997 2000 2007 2010 ... professional consumer $199 contract
  38. centralized utility computer Personal Computing Digital Hub distributed computing
  39. iMovie Digital Hub
  40. iMovie 2000 Digital Hub The Napster surprise
  41. iMovie iTunes
  42. iMovie iTunes iPhoto
  43. consumers are increasingly encouraged to become media creators
  44. culture
  45. WHAT media has changed from creating content
  46. WHAT media has changed from creating content HOW to enabling consumption
  47. <social objects>
  48. <social objects>
  49. <social objects>
  50. <social objects>
  51. identity + expression social object
  52. music + friends sharing music http://misspinkslip.files.wordpress.com/2009/06/mixtape.jpg
  53. building on existing behaviours -> shared playlists -> gifting
  54. music + running introducing new technology behaviours -> social networking -> retail
  55. iPod + customization iPods accessoires Loudspeakers lifestyle
  56. lifestyle http://www.lovegroverepucci.com/collection-concerto-table.htm
  57. how many features does the iPhone have ?
  58. enabling lifestyles
  59. habit
  60. iTunes a central media experience seamless integration
  61. iTunes a central media experience device manager
  62. iTunes a central media experience coverflow interface
  63. iTunes a central media experience internet browser & online store
  64. iTunes a central media experience recommendation genius
  65. iTunes a central media experience Apple Stores | iPod Bar
  66. iTunes a central media experience iTV & home entertainment
  67. 75% of all new cars come with iPod connectivity
  68. iPod Shuffle 1000 songs 1 button simplicity through reduction
  69. value
  70. 59,132 number of apps in appstore to date
  71. ...value?
  72. B2B
  73. http://www.mobclix.com/
  74. apps in the appstore
  75. apps in the appstore FREE 23% 77% PAID
  76. apps downloaded 5-10%
  77. apps downloaded FREE 5-10% PAID
  78. units sold Blockbuster effect rank
  79. units sold Blockbuster effect rank
  80. App usage patterns http://www.appvee.com/blog/2009/04/the-most-comprehensive-iphone-app-sales-figures/
  81. mental models
  82. what is more valuable? access vs ownership http://arstechnica.com/microsoft/ news/2009/05/microsofts-next-apple- price-attack-zune-pass-vs-itunes.ars
  83. customer perception of value OWN USE how much can one own and consume ? PAY per USE Subscribe ? ? rental
  84. user behaviour will change OWN USE Bandwidth AccessibilitySubscribe PAY per USE Trust rental Customization
  85. user behaviour will change OWN USE or is there an underlying PAY per USE cultural believe around Subscribe rental ownership ?
  86. NIN Nine Inch Nails
  87. NIN Nine Inch Nails music + game TapTap TapTap revenge downloaded by a third of iPhone users Free $ 5.00
  88. NIN Nine Inch Nails music + socialnetwork • Blog updates and event news • stream music • download photos • upload their own remixes • multiple conversations with strangers at gigs, • locate other NIN fans in their vicinity Free
  89. closed vertical integration ecology
  90. ecology vertical integration regulated closed media platform
  91. next time you: commission a project seek funding build an application or service ask yourself: 1. How does it relate to other elements in the ecology ? 2. Does a combination of existing elements enable new consumption behaviours ? 3. Can it become a new platform for an innovative culture of use ?
  92. AppWall http://www.youtube.com/watch?v=ThTi4nPecNs
  93. digital wellbeing labs ag @ digitalwellbeinglabs . com We tune technology to create harmony in your life. www . digitalwellbeinglabs . com
  94. Sources: de-coding-iphone-3g-advertising-from-o2-in-the-observer <http://www.gomonews.com/de-coding-iphone-3g-advertising-from-o2-in-the-observer/> 50_of_2007_model_cars_sport_ipod_integration <http://www.metrics2.com/blog/2006/12/20/50_of_2007_model_cars_sport_ipod_integration.html> iPhone-appstore-secrets-pinch-media <http://www.slideshare.net/pinchmedia/iphone-appstore-secrets-pinch-media> longterm-usage-of-iphone-apps-is-only-one-percent-of-total-downloads <http://www.pocketpicks.co.uk/latest/index.php/2009/05/05/longterm-usage-of- iphone-apps-is-only-one-percent-of-total-downloads/> Bands Bypass iTunes With iPhone Apps <http://apple.slashdot.org/article.pl?sid=09/02/20/2059233> Bands-bypass-itunes-by-streaming-music-through-iphone-apps <http://arstechnica.com/apple/news/2009/02/bands-bypass-itunes-by-streaming- music-through-iphone-apps.ars> Apple’s Cool Matrix-Style App Wall <http://www.techcrunch.com/2009/06/08/apples-cool-matrix-style-app-wall/> 148Apps.biz | Apple iTunes App Store Metrics, Statistics and Numbers for iPhone Apps<http://148apps.biz/app-store-metrics/> CES: Analyzing the iTunes usage statistics - 1/10/2007 12:04:00 PM - EDN<http://www.edn.com/article/CA6406501.html> BBC - Newsbeat - Technology - Apple takes on 'old school' Nintendo<http://news.bbc.co.uk/newsbeat/hi/technology/newsid_7724000/7724366.stm> Timeline of Apple products - Wikipedia, the free encyclopedia<http://en.wikipedia.org/wiki/Timeline_of_Apple_products> What's the future of iTunes? - By Ivan Askwith - Slate Magazine <http://www.slate.com/id/2176117> Could the future of iTunes be digital software downloads? | Webware - CNET<http://news.cnet.com/8301-17939_109-9852097-2.html> Apple iPhone 3.0 Update: the Good, the Bad and the Still Missing | Analysis | iPodObserver<http://www.ipodobserver.com/ipo/article/ apple_iphone_3.0_update_the_good_the_bad_and_the_still_missing/> About Those iPhone App Store Revenue Numbers<http://www.techcrunch.com/2009/05/14/about-those-iphone-app-store-numbers/> App Store Rank-to-Sales Revealed<http://www.joelcomm.com/app_store_ranktosales_revealed.html> sales data GeoLogTag news<http://www.galarina.eu/GeoLogTag/News/Entries/ 2009/2/5_Sales_figures_from_the_dark_dungeons_of_the_App_Store.html> Forrester Research: Epic Terror of iTunes and Apple TV<http://www.roughlydrafted.com/RD/RDM.Tech.Q2.07/51A2CED5- D5C7-4053-9D3E-2A50A09F55DA.html> Longterm usage of iPhone apps is only one percent of total downloads | // Pocket Picks //<http://www.pocketpicks.co.uk/latest/index.php/2009/05/05/ longterm-usage-of-iphone-apps-is-only-one-percent-of-total-downloads/>

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